Social Networking: Don’t Discount Its Power for Your Business!
You can’t control what customers think about your brand in the same old ways any more. Perhaps the mantra of academic tenure, it’s “publish or perish,” now also applies to the corporate world. If you’re not engaging your audience where they are (in print and on the web) and responding thoughtfully to feedback (both positive and negative), you’re missing out. Let me give you a concrete example.
I’m a horse fanatic. I was planning a trip to Arizona, to a ranch I’d salivated over on the web. Their gorgeous website was packed with enticing photos, gourmet menus, and copy promising just the vacation experience I was seeking. When booking airfare, a less expensive ranch popped up on Travelocity or Expedia – I can’t remember which. I was already convinced Ranch A was well worth the extra bucks, but figured I’d be savvy and click on Ranch B’s option.
I was not as enticed by their website, or even their name, which included the word “stallion.” Somehow that one word made me feel a single, female traveler would feel out of place there – silly, but honest! Their website left me with the impression that the accommodations and food were both a step below Ranch A. But the convenient link to their Facebook page led me to check out just one more source of information.
Wow. People absolutely raved about Ranch B, and I literally found not one negative comment. Families returned year after year, counting down the days to their next return. Everyone consistently remarked how hospitable the owner was, how great the staff was, and how personalized every experience was. I learned it was a family-owned business going into its third generation of true horsemen. Guests noted the extraordinary quality of their enormous herd of horses, calling them “horses you’d love to own yourself.” That comment in particular swayed me to really consider Ranch B.
Now I was torn. More expensive, more luxurious Ranch A, or less expensive, less lavish Ranch B? I searched for comments on Ranch A on the web, and found some negative comments from previous guests. But worse than the dings they gave the owner’s unfriendliness and the disgruntled staff was the management’s own acerbic responses to complaints. It was obvious they were more interested in pushing their own “one-way messaging,” touting their merits despite guest feedback assessing otherwise. Quite the contrast to Ranch B’s unsolicited, unedited and genuinely positive guest feedback!
By now you can guess I selected the White Stallion Ranch, where I found all their positive feedback to be more than well-deserved. (check them out at www.whitestallion.com) While originally the large size of their herd led me expect a bunch of tired, sour ponies, their guests’ Facebook comments about the quality of their horses and professionalism of their staff won me over. My original impression could not have been more incorrect, as their horses were individually treasured, meticulously cared for, and a blast to ride. I was particularly impressed that the owner looked after a sick horse himself, when he could have easily passed that responsibility on. And while I originally expected so-so food and a ho-hum room, now I think they should consider some new web content: the food was delicious and cooked to order, and my accommodations included a beautiful patio with a killer view.
The decision to have your business participate in social networking sites should be made carefully. But if your company has any market influence at all, chances are there will be discussions about your business on social networking sites with or without your participation or consent. So you have to be paying attention to that public dialog, or you’re effectively ignoring your customers – and prospective customers, too! Customers only take the time to respond to issues they really care about, negatively or positively. Get in touch with Marketing Solutions to harness those responses, build customer loyalty and convert prospects.
